The "best" software for creating augmented reality (AR) can vary based on specific needs, expertise, and the intended use of the AR content. Here are a few widely used and respected AR development tools:

Unity 3D: It's a powerful and popular game development engine that supports AR development. With plugins like Vuforia or ARFoundation, Unity allows developers to create immersive AR experiences for various platforms.

ARKit (for iOS) and ARCore (for Android): These are development kits provided by Apple and Google, respectively. They offer tools and resources for creating AR apps specifically for their respective mobile platforms.

Spark AR Studio: Owned by Facebook, this software is designed for creating AR effects for Facebook and Instagram. It's user-friendly and accessible, allowing creators to develop AR experiences for social media.

ZapWorks: This is a versatile AR creation tool that offers options for both beginners and more experienced developers. It supports various types of AR experiences, from image recognition to geolocation-based AR.

Adobe Aero: Part of Adobe's Creative Cloud suite, Aero enables designers to create immersive AR experiences without extensive coding knowledge. It's known for its ease of use and integration with other Adobe software.

The choice often depends on factors like platform compatibility, ease of use, specific AR features required, and the target audience. Some software may be more suited for developers with coding experience, while others offer more user-friendly interfaces for beginners or designers.

It's also beneficial to consider the community support, available resources, and documentation for each software when making a choice, as these can significantly impact the learning curve and development process.